Today, competition and customer-orientation has been enhanced and the firms have to be active in such environments. In this regard and for survival of organization in the current competition arena, considering issues such as creativity and innovation and...
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Today, competition and customer-orientation has been enhanced and the firms have to be active in such environments. In this regard and for survival of organization in the current competition arena, considering issues such as creativity and innovation and making adequate marketing policies is important for the organizations. In this field, due to their underlying and dynamic role at the society, insurance companies have to provide high-quality services day by day to satisfy the customers. In this study, using theoretical approach and with reliance on recent studies, the role of creativity and innovation is investigated in development of marketing and increase in sale of products and services of insurance companies. In general, it could be mentioned that development of creativity in insurance industry could lead to improvement of indices such as profitability, market share, sale, customer satisfaction, subjectivity and positive image of organization and quality of services. Due to provin
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